August 2016

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Retail campaigns that Rock!

During this seminar you will learn from some of the biggest brands and best campaigns of the past 12 months. We’ll cover real life examples of campaigns that trended, but also used a multi-channel integrated approach.

• Social media is an important marketing channel for small and medium-sized organisations.

• Platforms like Facebook and Instagram mean you can build active communities locally and regionally.

• An active social media presence will also do wonders for your website’s SEO.

Want to know how to run a successful online campaign?

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Dove ‘Campaign for real beauty’#ModaExhibitons

• The main campaign’s strategy was to celebrate real, natural beauty that all women possess.

• Dove also sought to transform the way women viewed themselves, by promoting the natural body.

• Dove came under criticism for using the term “real women” (implying some aren’t).

Dove ‘Campaign for real beauty’

• The ‘Real Beauty Sketches’ campaign sought to have women look at themselves in a new light.

• This was achieved by having women describe themselves to a FBI trained forensic artist, who then drew a portrait of them based only on that description.

• The real beauty sketches video was viewed by more than 50 million people within 12 days of its release.

• To date, the Real Beauty Sketches video has been viewed almost 180 million time.

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MAC ‘Finally Free’#ModaExhibitons

MAC ‘Finally Free’

• Caitlyn Jenner (formerly known as Bruce Jenner), publicly announced her identity as a transgender woman in 2015 .

• After the announcement, Caitlyn gained a massive one million Twitter followers in the space of four hours and three minutes.

• Caitlyn’s decision to come out in this way was met with both acclaim and criticism.

• The controversy surrounding Jenner, coupled with an active presence on social media, led to a huge volume of media coverage being generated around the star.

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MAC ‘Finally Free’

• In 2016, Caitlyn was named as the “Face of MAC Cosmetic’s Viva Glam line”.

• Profits from the sales go to the MAC AIDS Fund Transgender Initiative to further its work in supporting transgender communities.

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• MAC’s promotional strategies involved word of mouth marketing and key influencer engagement, motivating action communication and social media marketing.

Beyoncé - ‘Lemonade’#ModaExhibitons

Beyoncé - ‘Lemonade’

• The day before the Super Bowl, Beyoncé released the track “Formation” and its music video.

• Beyoncé gained maximum attention during the Super Bowl halftime show with a stunning performance before revealing the date of her new tour to a TV audience of 111.9 million.

• Within the first two weeks of ticket sales, the tour had sold out two New York shows, two London shows, and added a second Chicago night.

• Working with American TV network HBO, she released a 5-7 second clip of “Lemonade”, which at the time was still a mystery project.

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Beyoncé - ‘Lemonade’• A release date was announced for 23rd April.

• During the week leading up to the release, another promotional clip was dropped, with fans still none-the-wiser to what Lemonade was.

• When the album finally dropped, it broke the internet with a record of 4.1 million Twitter mentions in under 48 hours, at one point getting 9.2 thousands mentions a minute.

• A side-effect of the campaign was the increase of sales for Lemonade (the drink).

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Icebreaker - #LiveWild#ModaExhibitons

• Icebreaker, an outdoor clothing brand, launched their first store in Sydney in 2016.

• To celebrate the launch, Ice breaker engaged its dedicated social media following in order to find their“wildest fan”.

• Fans were to go on the most extreme camping trip in an Icebreaker branded tent, promoting it online using the hashtag “#livewild”

Icebreaker - #LiveWild

• An Icebreaker clothing fan, Sam Milojevich, took on the challenge and spent a night in a tent pitched 20 meters above Sydney’s Pitt Street Mall.

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• News of this stunt spread around local and international news sites.

• Icebreaker uploaded a time-lapse video of the student to their YouTube account.

Carlsberg – If Carlsberg Did…

• The “If Carlsberg did..” ad become popularised in 2005 and caught the imaginations of the UK public, with countless parodies, spoofs and jokes based around the advertising campaign.

• The campaign was dropped in 2011 when the tagline changed, moving with a new marketing direction.

• The adverts returned in 2015, now under the “If Carlsberg did” banner, along with returning the “Probably the best beer in the world” tagline.

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Carlsberg – If Carlsberg Did…

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Carlsberg – If Carlsberg Did…

• Easter 2016 saw te ”If Carlsberg Did Chocolate bars” campaign

• The campaign involved a pop-up bar in where everythingwas made from chocolate.

• Passers-by were encouraged to pour their own pint and drink it from a chocolate glass.

• The advert of the campaign has been seen over 900,000 times on Facebook, and nearly 500,000 times on YouTube.

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London Games Festival - Giant Monopoly

• London Games Festival is a yearly event that’s held in various venues around London.

• The 2016 festival was promoted with an advertising campaign that relied on the love of classic family board game Monopoly.

• The festival set up a giant 15m x 15m Monopoly board, along with up-scaled pieces and dice.

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London Games Festival - Giant Monopoly

• The campaign allowed the festival to capitalise on the popularity of Monopoly as a recognisable house-hold game.

• Each square gave information on how the games industry developed during that particular year.

• The quirky nature of the giant Monopoly leant itself to getting coverage in national papers, along with photos and videos being shared online.

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• The giant Monopoly game gained coverage in The Telegraph, The Metro, RadioTimes, The Evening Standard and ITV, among other online sources.

Pure Silk - Jana Kramer #ModaExhibitons

• Pure Silk used two hashtags #LoveYourLegs and #LegsTakeYou to launch a PR campaign to raise awareness of their lines of products.

• A competition was launched dubbed “the Jana Kramer Experience”.

• The lucky winner would win flights, hotel stay, a spa package and “meet and greet” passes to see Jana perform live in concert for themselves and a friend.

Pure Silk - Jana Kramer

• Pure Silk ran the advertising campaign across TV, print, digital media and radio, with American actress/songstress Jana Kramer as a spokeswoman.

• Part of the digital media campaign included a series of “behind the scenes” videos promoting Jana’s upcoming album.

• TV adverts from the campaign were uploaded to YouTube, with one gaining in over 2 million views, with another gaining over 700,000 views.

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Marks & Spencer - Alexa Collection

• Following a dip in the M&S Fashion market share, Marks & Spencer rethought their brand positioning to keep up with a new emerging demographic.

• To do this, they harnessed the popularity of Alexa Chung, a fashion model turned TV presenter/contributing editor to Vogue magazine.

• With Alexa Chung, M&S launched a new clothing range called the Alexa Collection, with Chung’s popularity and audience in mind.

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Marks & Spencer - Alexa Collection• The campaign used

multimedia channels to appeal to a wide audience both online and offline.

• Clothing from the collection was revealed at the beginning of London Fashion Week.

• More than 34,000 shoppers were pre-registering their interest on a mysterious looking M&S webpage before the collection went on sale.

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Thorpe Park – Darren Brown’s Ghost Train

• To bring new life into an old roller coaster, Thorpe Park sought the services of the illusionist, Darren Brown.

• Building on top of Darren Brown’s reputation, Thorpe Park designed a ghost train experience which involved Virtual Reality headsets.

• This new technology combined with Brown’s expertise allowed Thorpe Park to create a brand new thrill experience.

• Brown promised an underlying story with a hidden message, adding to the mystery of a ride with two different endings and 12 different routes

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Thorpe Park – Darren Brown’s Ghost Train

• Thorpe Park also ran a promotion called “Get In For A Bob” where 1871 people would be able to purchase a ticket into the resort for the modern day equivalent of a ‘shilling’ in Victorian times - 12p.

• The public could purchase these cheaper tickets by a code that was scattered in various related articles across the web.

• Thorpe Park later offered another 4000 people chances of a 12p ticket, due to errors with the website at the launch of the promotion.

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Summery

• All these campaigns used a multimedia approach that seeks to engage people through a multitude of touch points.

• The most successful campaigns rely on a deep understanding of what makes people tick, and how to connect with them on both a rational and emotional level.

• Large successful campaigns are usually the cause of months or years of meticulous planning, on how to optimise each platform to best communicate your message to your audience.

• A fully integrated approach means each person is likely to be reached in a number of ways.

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Any Questions?#ModaExhibitons

If you’d like anymore information about any of these topics discussed throughout this seminar, then please don’t hesitate to contact me!

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